Campaign India Team
Apr 08, 2015

Tanishq staff convey value propositions with in-store stories

Watch the ad films conceptualised by Lowe Lintas & Partners here

Tanishq has rolled out a set of TVCs conceptualised by Lowe Lintas & Partners. Each of the films features a member of the sales staff from the brand's outlets in Bengaluru, Delhi, Kolkata and Jaipur. The staff member narrates what is billed as a real life customer experience to highlight a value proposition.

With these anecdotes, the brand sends across some key messages. These include the promise of great value (thanks to low making charges starting at 8 per cent), promise of best exchange value, promise of transparency and the promise of purity (with its Karatmeter).   

Deepika Tewari, general manager -- marketing, jewellery division, Titan Company, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facet of our relationship -- the one that our employees at the stores share with our customers.

“The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that makes Tanishq, the most loved and preferred jeweller in the country. Backed by strong consumer understanding, we have also attempted to change the vocabulary in the films so consumers take an informed decision while buying our jewellery.”

Rajesh Ramaswamy, executive creative director, Lowe Lintas, said, “The biggest challenge was to present these rational points interestingly. We drew inspiration from sales staff of Tanishq who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting and human manner.  And of course it was nice that we could manage this in one single take (without a cut).”

Credits:

Client: Tanishq
Creative agency: Lowe Lintas, Bengaluru
National creativedirector : Arun Iyer
Executive creative director: Rajesh Ramaswamy
Unit creative director: Ujjwal Kabra
Creative:  Adarsh Atal, Indrasish Mukherjee
Account planning: Phalgun Thiruvasu
Account management: Sudhir Rajasekharan, Bhupender Agarwal, Akhila V, Vishwananth Beliraya, Arunabho  Sen
Director:  Vivek Kakkad
Producer: Shahzad Bhagwagar
Music: Abhishek Arora
Production house: Curious Films

 

Source:
Campaign India

Related Articles

Just Published

5 hours ago

Classplus sees Sourav Ganguly play a triple role to ...

Watch the film conceptualised by Options Design here

6 hours ago

Travel was the first to shut down, will be the last ...

The country manager, India and Gulf at Tourism Australia shares states how the country is looking to revive tourism post-Covid, when borders could potentially open for Indian travellers, and more...

6 hours ago

P&G’s Marc Pritchard: Brands are spending ‘too much ...

In an interview with Campaign US at P&G’s virtual LifeLab at CES, Pritchard details how FMCG giant continues to withhold spend on several platforms until accountability is introduced